The challenge

Nosler came to Binary Anvil with strict shipping and checkout requirements based on ammunition and firearms products. Their Magento 1 site could not handle the volume of orders and was built with limited custom functionality. They also wanted a fresh look and feel and tasked Binary Anvil with several UI/UX customizations. Key custom work included an enhanced main navigation and menu, an innovative product listing page that brings all marketing material and product data into a single page called the Series Page, and an automated shipping restriction extension that restricts ammunition and firearms shipping and sales to the lower 48 states.

  • Website redesign & ecommerce re-platform
  • Shipping Restrictions for federal, state, county & city
  • Custom main navigation & header
  • Series Pages for main product lines
  • Display ammo load data on PDPs
  • Enhance current catalog architecture
  • Improve dealer locator functionality
  • Automate User Verification
  • Enhance Catalog Architecture
  • Migration of data

What we did

01 Adobe Commerce Cloud Re-platforming

Nosler chose the lighting fast speed and performance of Adobe commerce cloud. Adobe cloud offers continuous delivery of cloud-based services, giving Nosler the benefit of instant access to the latest software version, infrastructure improvements and functionality.

02 Website redesign

Redesigned the site to highlight Nosler as a long-trusted brand in the firearms and ammunition industry. Binary Anvil designed the site to Nosler’s requirements while keeping ADA in mind and ensured the site was mobile first. Nosler’s vision was the hunter ordering more ammunition on their phone from a tree stand.


This feature restricts ammunition and firearms shipping to only the lower 48 states and only allows shipping of bullets and brass to USA states. The admin user can create rules based on the shipping destination. Shipping rules restrictions will determine the workflow for order status updates and document validation and will work and sync with Nosler’s Epicor ERP. Dynamic messaging will be used to notify both customers and Adobe Commerce Admins/CSRs when restricted products are purchased.

04  Custom Main Navigation and Header

Binary Anvil designed and implemented a custom main navigation that includes up to five top level product categories as well as constant and two seasonal/temporary categories that can be enabled/disabled as needed by Nosler. Ad space in the main navigation can change based on what category the customer is viewing.

05 Series Pages for Main Product Lines

One of Binary Anvil’s favorite customizations is the Series Page, a custom PLP that is part product marketing and part product information to customers. The series page displays a custom grid with sorting that brings all product line information into one location. The series pages also display product videos all while being managed in the admin.

06 Displaying Ammo Load Data on PDPs

Important to Nosler’s business is displaying ammunition load data on each PDP. This customization allows Nosler’s ERP to retrieve this information from Order Info in Admin.

07 Custom Dealer Locator for US / INTL

Nosler wanted a dealer locator without the monthly costs of a dealer locator service. Binary Anvil custom built a dealer locator that allows customers to search by state, zip code, and location radius in the US or internationally. This feature automatically detects dealers nearby by the browser's location and displays the dealer’s name, phone number, address, and link to their website. Customers can click a link to directions with Google maps. The extension marks dealers as "Preferred" or "Top Dealer" and displays an icon next to them in the locator. Nosler can manage all dealers in the Adobe Commerce admin.


Developed automated jobs that are integrated with SheerID to handle on-demand verification whenever customers fill up specific custom forms on the website to get discounts.  Upon submission, a job is automatically created in Adobe Commerce and sent to SheerID for verification.  Verification usually takes a couple of minutes.  Once verified, the customer’s information is automatically updated in Adobe Commerce to allow discounts for the said account.


Provided a more detailed catalog architecture that vastly improves customer shopping experience. We also streamlined the product attributes and categorization for ease and accessibility. We also configured the products in an efficient way that can handle bulk orders with dynamic discounts using tier pricing.


Sales and customer data were migrated to the new Adobe Commerce website. Historical order data were migrated to keep sales records consistent. Customer data were also migrated to allow customers to keep using the new website without the need to create new accounts.

Integrations / Technological partners

Adobe Commerce offers continuous delivery of cloud-based services, giving you the benefit of instant access to the latest software version, infrastructure improvements and functionality. Use out-of-the-box tools, integration environments, and optimized performance for the front and back ends to ensure your store is always running. accepts credit cards, contactless payments, and eChecks in person and on the go. Advanced fraud detection and secure customer data protect every transaction.

SheerID verifies millions of consumers every year for personalized offers from hundreds of leading brands. Earning your trust is a responsibility we take seriously. To ensure that data is safe, our services are carried out in an environment built upon fundamental security and privacy principles.

MailChimp is an all-in-one marketing platform that helps in communicating with clients and customers.

Avalara is a software for tax compliance. When integrated with Adobe Commerce, it allows for correct tax calculation during checkout.  As an added feature, it can also validate shipping addresses for customers to prevent shipping destination issues during order fulfillment.